Richard Edelman goes on the record

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A quick search of Technorati reveals not much awareness yet in the PR corner of the blogosphere that Richard Edelman gave a detailed interview to IT World on the recent brouhaha over the “Wal-Marting Across America” flog. In the interview, published yesterday, Edelman admitted that his company failed the basic transparency test that applies to all media, not just new media, noting that the failure occurred because “we have people who are insufficiently experienced in this.”

Edelman said that it’s up to him to ensure his employees are adequately trained in the morals of new media; he added that the company needs to rely more upon those who do understand the way social media works, pointing to the me2revolution team (which boasts well known names like Steve Rubel and Michael Wiley).

He also admits to frustration and anger when he learned about the flog, but got over it quickly in order to do what CEOs are supposed to do: address the situation. Edelman also rejects the idea that his company’s reputation has taken much of a hit, suggesting that its history of decent behavior is an asset that will see it through. He admits that he should have said something sooner than he did, noting it’s the only thing about the crisis he would have handled differently.

Thanks to Tony Hung for the email pointing me to the interview. Tony—a third-year medical resident who blogs about a variety of issues at ”Deep Jive Interests”—has written his own observations about the interview, expressing astonishment that Edelman would assign the plum Wal-Mart account to junior executives. That’s not what Edelman meant, though; in fact, I find that inexperienced 25-year-old PR newcomers (like Chris Clarke) get the blogosphere and its morals much better than 25-year veteran account executives with deep experience in traditional PR but to whom social media is an alien world.

In any case, I’m sure Edelman’s interview will be dissected and discussed over the next few days, especially by “the group of bloggers who don’t like PR people being in the blogosphere,” as referenced by Edelman in the interview.

1. I’m afraid I am one of them—in the “group of bloggers who don’t like PR people being in the blogosphere.” Former, disillusioned PR person. Question for you, Shel, what value do _you_ think PR adds to the blogosphere? Not value for companies; value for bloggers and readers of blogs.

   Posted by Amyloo  on  11/01  at  10:30 PM

2. That’s a legitimate question, Amyloo. Rather than answer it in this comment, I’ll dedicate a post to it and see who else chimes in. I should get to that this evening. Stand by…

   Posted by Shel Holtz  on  11/02  at  02:26 AM

3. Hey Shel,

   Thanks for the hat tip—I guess you’ve definitely got a point; experience has nothing to do with your actual age.

   But Rich Edelman himself is no stranger when it comes to the blogosphere; he been at the forefront of evangelizing and it to PR folks, is he not?

   Moreover, doesn’t he have a division specifically for this type of thing? (Me2?)

   Cheers
   t @ dji

   Posted by Tony  on  11/02  at  08:10 PM

4. Hi, Tony. Sure, what you say is true, but I addressed just these points in my last piece on the Edelman kerfuffle: http://blog.holtz.com/index.php/weblog/stop_harshing_edelmans_groove/.

   The specialty practice—like any specialty practice in any agency—handles the assignments it gets, but does not serve as a cop for all employees who dabble in social media elsewhere in the organization. (That’s going to change, according to Edelman in the IT World interview.) And the fact that Richard Edelman himself evangelizes social media from the company’s headquarters doesn’t automatically mean every employee in every one of Edelman’s offices is drinking the Kool-Aid. I gather that’s going to change, too. I haven’t heard the recent EARshot yet (Edelman’s podcast), but I understand it’s a recording of an in-house meeting with employees in which these issues are discussed.

   Ultimately, though, what happened at Edelman is sad and wrong, but not surprising, given the nature of large, dispersed agencies.

   Posted by Shel Holtz  on  11/03  at  03:23 AM

5. Fair enough, Shel—fair enough.

   Posted by Tony  on  11/03  at  07:26 AM

6. I found it interesting that he referred to the buzz as “static”. I’d say that’s quite the opposite.

   Posted by Sebastian Keil  on  11/03  at  07:58 AM

7. I have been meaning to say thanks for the compliment, Shel - and I’m actually 23. You’re too kind - looking forward to a week from Tuesday. Until then!

   Posted by Chris  on  11/03  at  11:34 AM